Engage with growing and trendsetting U.S. Latino and urban audiences nationwide, with a focus on the NYC and LA markets

U.S. Latino wealthy family

U.S. Latino middle class family

Welcome to VIDA Communications. Our mission is to help your brand connect with U.S. Latino and urban audiences -- they are savvy consumers, trend-setters, engaged voters, concerned citizens, and outspoken influentials and go-getters.

VIDA Communications targets general market consumers in diverse communities, first-generation Hispanics nationwide and U.S.-born, English-dominant and fully-acculturated Latinos.  

VIDA Communications offers a wide array of services to reach this key audience through public relations, digital, social, research, grassroots and experiential strategies.

We use a broad array of public relations programs to connect and engage with U.S. Latino audiences. We have a "360 Total Market Communications" approach. We work with all stakeholders and provide our client a broad array of "Touch Points" to enable them to develop meaningful, rich and ongoing relationships with the U.S. Hispanic community and with urban America.

We work the news media, bloggers, other brands, organizations -including nonprofit, government, corporate, foundation- celebrities, and individual influencers from the private and public sector, Latino and non-Latino. In short, we work with anyone that can help our clients advance their communications and engagement objectives. 

At our core: our focus is effective audience engagement.

We want our targeted audiences to be engaged, interested, fascinated by the messaging and experience we provide them on behalf of our clients. This in turn results in higher earned media coverage, expanded visibility for the content and improved engagement from all audiences, including pivotal stakeholders and influencers. 

While we work and leverage all platforms and channels of communication, we have a particularly strong expertise in the following PR practice areas: consumer, media relations, technology, public affairs, and lifestyle. 

U.S. Latinos and urban America

Our primary focus -and obsession really!- is to help our clients connect with the 50.5 million Hispanics in the United States. [Take a look at this revealing Univision infographic]   This community is expected to grow rise to 128 million by the year 2050. [More detailed information about this audience below]. We provide guidance and support to help our clients develop and execute marketing strategies and campaigns to effectively reach U.S. Hispanic consumers, businesses, organizations, leaders and other influentials. 

We are equally passionate about connecting with "Urban Americans," a fascinating community that has become adept at globalization. In fact, they are masters at it. They are not afraid to evolve and change. They continually reinvent themselves. Its only natural. They live and thrive in our modern "Always On" world, connected to the heartbeat of not just their neighborhoods and nation, but literally, to the most minute development occurring anywhere in the world. We focus on major markets, particularly the greater New York City and Los Angeles metro areas.  According to the U.S. Census, the New York-Newark area is the nation's most populous urbanized area, with 18,351,295 residents, followed by Los Angeles-Long Beach-Anaheim with a population of 12,150,996.

Urban areas — defined as densely developed residential, commercial and other nonresidential areas -- account for 80.7 percent of the U.S. population. Beyond the sheer population, urban consumers are eclectic, trend-setters, innovators, activists, open-minded, global thinkers, cultural traders, citizen-journalists, thought warriors, ideas exchange stimulators, bloggers, and influentials, catalysts for change, shaping and re-shaping the U.S. and the global marketplace with innovating products, services and ideas. They have made the phrase "Creative Economy" mean something real with huge financial impact. 

Media Relations and Content Development

Our core strengths are: generating robust news coverage in leading media outlets serving Latino and urban audiences, from The New York Times and The Washington Post, to The Wall Street Journal, Univision, NBC Latino and El Diario-La Prensa. We also work with influential bloggers, elected officials, community leaders, celebrities and citizen-journalists. 

We help our clients produce Earned content, Owned content and Social Media content.  From press releases, to feature stories, to editorials, White Papers, social media posts, to web sites and everything in between. Our content production helps our clients get their message out and open opportunities for productive engagement with key stakeholders. 

Just as importantly, we work with our clients to collaboratively develop the right communications program, buttressed on a solid strategy, using the best tactics, and identifying the most effective and efficient approaches to advance their communications and engagement objectives. 

Digital and off-line distribution

We then distribute the content digitally through the wide, diverse and continually expanding array of online media communications platforms. From NYTimes.com, to Univision.com, to HuffingtonPost.com and the hundreds and thousands of other online media outlets and portals. We also include off-line publications, like major magazines and other print outlets.

VIDA Communications is bilingual and bicultural, just like the audience we connect and engage with on a daily basis. We live the same, modern, and eclectic U.S. Latino lifestyle. We eat, breath, feel and live in the "New Multicultural America."

We are a cross-cultural public relations, digital and communications agency

We have passion, creative acumen, cultural insight and an impressive track record of success that sets us apart. 

We produce multi-phase, multi-cultural, multi-platforms campaigns that help our clients achieve their communications goals within America's multicultural markets, with focused on the U.S. Hispanic community and more generally, with urban consumers. 

We provide public relations, branding, promotions, and content marketing communications services.

Allow us to help you fully leverage our expertise to help you achieve your communications and marketing objectives.

We are communicators by trade and competitors by choice. We love to compete and always aim to secure win-win outcomes for our clients and the various stakeholders we work with. We aim to win by finding creative and collaborative communications solutions that advance corporate objectives and solidify our clients' responsible corporate citizen credentials. Win-win usually means enhanced returns, revenues and profit. 

We are passionate. We are driven. We are systematic and thorough. 

We look forward to serving you!

The VIDA Communications staff.



"If it were a standalone country, the U.S. Hispanic market buying power would make it one of the top twenty economies in the world.”

- Per capita income of U.S. Hispanics is higher than any one of the highly coveted BRIC countries, Brazil, Russia, India, and China.

- The Hispanic market’s buying power is $1 trillion as of 2010, and is projected to increase to $1.5 trillion by 2015.

- Hispanics are the fastest growing ethnic segment expected to grow 167 percent from 2010 to 2050, compared to 42 percent for the total population.

- Latinos are a fundamental component to business success, and not a passing niche on the sidelines.

- Rapid Latino population growth will persist, even if immigration is completely halted.

- Latinos have amassed significant buying power, despite perceptions to the contrary.

- Hispanics are the largest immigrant group to exhibit significant culture sustainability and are not disappearing into the American melting pot.

- Technology and media use do not mirror the general market but have distinct patterns due to language, culture, and ownership dynamics.

- Latinos exhibit distinct product consumption patterns and are not buying in ways that are the same as the total market.

Source: Nielsen report: "The Hispanic Market Imperative."

The U.S. Latino market today as described by the leading Hispanic TV network CEO.

ABC and Univision launch FUSION

ABC and Univision launch FUSION

Vida Communications' Hispanic PR Work for the NephCure Foundation is Showcased on PR Week Magazine's “Campaign Case Studies" Section (via PRWeb)

Vida Communication’s highly successful Hispanic public relations campaign for the NephCure Foundation, fully leveraging the support of a renowned Latino boxer, is prominently included in the current edition of PR Week magazine’s “Campaign Case Studies."

Hispennials will be the “It” consumer. 21% of Millennials are Hispanic.

5 Predictions For Hispanic Online Marketing In 2015

By Lee Vann
November 13, 2014 

This time of year is particularly exciting for me as I get to work on my true passion: developing Hispanic digital strategies for our clients. As we wrap up 2015 planning, five key themes have emerged that I expect to come to life in the Hispanic online market next year.

1. Hispennials will be the “It” consumer.

Move over, Latina moms – Hispennials (that’s Hispanic + Millennials) are poised to emerge as the most sought-after market segment. Millennials, the largest generation by population size, are all the rage, and wise marketers know that 21% of Millennials are Hispanic. To win with Millennials, marketers must win with Hispanics — and winning with Hispanics means digital. Of all consumers, Hispennials are the most active and engaged digitally, spending the majority of their time on their phones and with social media.

2. Hispanic content marketing will flourish.

Brands understand the value of becoming publishers and, as a result, content marketing is hot. According to Forbes, the content marketing industry has ballooned to $44 billion, with 90% of B2C brands investing in this tactic. This reality coupled with the fact that there is relatively little content for online Hispanics paves the way for a Hispanic content marketing boom. Hispanics are hungry for content that connects with them in a relevant way, in English or Spanish, and brands that can deliver the right content, at the right time, across the right channel will reap the benefits of an engaged and connected audience.

3. Hispanic online video will move from nice-to-have to must-have.

I couldn’t have said it any better than Marla Skiko from Starcom MediaVest: “The U.S. Hispanic audience has a love affair with online video.” According to a 2014 Nielsen Report, Hispanics spend 90 minutes more viewing videos on a digital device than the average American. What’s more, a study by PwC found that 43% of U.S. Hispanics stream mobile video and 36% download mobile video each week vs. 25% and 17% respectively for non-Hispanics. With this kind of clear data, we expect brands to invest more in online video targeted to Hispanics, including Hispennials, and agencies and publishers to step up to meet the demand.

4. Hispanic digital influencers will influence brands.

Social media has leveled the playing field, enabling individuals with ambition, creativity, and a point of view to build up strong followings, establish influence and grab the attention of brands. Because Hispanics are hungry for content and highly engaged with social media, it is not surprising that a powerful ecosystem of Hispanic digital influencers, both professional and amateur, has emerged. Collectively, this ecosystem of Hispanic digital influencers has reach that rivals large publishers and can deliver authenticity, a combination that brands crave. This year we have seen brands dabble with Hispanic digital influencers, but we anticipate stronger brand engagement with them in 2015, along with better methods to aggregate and measure influencer campaigns.

5. Hispanic e-commerce will gain steam.

E-commerce is the best and most direct way to measure the ROI on digital investments and Hispanics are filling digital shopping carts. EMarketer reports that Hispanics are more likely vs. Non-Hispanics to make purchases on their mobile phones across various categories including:
Clothing: 52% Hispanic vs. 38% Non-Hispanic
Electronics: 52% Hispanic vs. 37% Non-Hispanic
Music: 50% Hispanic vs. 40% Non-Hispanic
Movies: Tickets 49% Hispanic vs. 31% Non-Hispanic

From a social perspective, “Hispanic consumers are twice as likely to purchase the kinds of products they share about compared to non-Hispanic consumers,” according to a ShareThis, Unilever and Mindshare study. As marketers increase investments in Hispanic online marketing, including targeting Hispennials, video, content marketing and influencers, they will increasingly turn to e-commerce to justify those investments.

What are your Hispanic online predictions for 2015?

Lee Vann is founder and principal of The Captura Group, based in San Diego, CA. For more information please visit: CapturaGroup.com